Extreme
CRM Makeover
Prepared for CRM in 1 Day 2010
by Dr Graham Hill, designthinkers.nl
Ede, 9 September
Is CRM still
Working?
CRM is dead!
Long live CRM
CRM Works!
50,000 experiments
CRM Really Works
£350m given back
But... CRM has
Problems
And they are
Getting Worse!
Seven days to an
Extreme CRM
Makeover
Be Creative!
Day1
What doCustomers
Really Value?
Quote…
“Customer‟s perceived preference
for and evaluation of those product
attributes, attribute performance,
and consequ...
Mission Possible
Day 1
Go talk to
customers,
ex-customers and
non-customers
VOC is
Not Enough
‘GenchiGenbutsu’
Go See for Yourself
Quote…
“People don't want to buy a quarter-
inch drill. They want a quarter-inch
hole!”
                          …Unquote...
We „Hire‟ Tools to do Jobs

             JOB


 …Make a 6mm hole in a plaster
              wall
    e.g. to hang-up a tow...
Tools Change, Jobs Don‟t
  Job: Listen to recorded music at home




 1880     1935       1970      1990        2008
78 RP...
What‟s the
      Customer’s Job?




10m
The cutting edge
of Innovation
A brave new world
of Applications
Day 2
How do Customers
Consume Value?
One Touchpoint
at a time
Mission Possible
Day 2
Map out the
customer‟s journey
from start to
finish
Customer
Journey
Contextual
         Mapping
Customer
Personas
Fly the
Friendly Skys
Improving the
Experience
Improving the
Experience
Day 3
How is Value
Co-Created
with Others?
Value is always
Co-Created
Co-creation is a
Balancing Act
Mission Possible
Day 3
Map out the
value co-creation
drivers
What do you
Bring to the Party?
Mass
Customisation
Crowdsource
      Innovation




20m
Power
By the Hour
Day 4
What Capabilities
do You Need to
Co-Create Value
Pull all the
Right Levers
Mission Possible
Day 4
Audit your
co-creation
capabilities
Level
                                                                                                                 Lev...
Improving the
Airport Experience
Making
CRM Lean
Managing
for Value
Day 5
The Art of
Collaboration
Work is a
Team Game
Mission Possible
Day 5
Survey staff
internal social
networks
How work is
Really Done
Networked
Innovation
Creating
Socialtext
Diving internal
Social Networks
Day 6
Engage with
Customer
Communities
Customers
are Talking
30m
Mission Possible
Day 6
Listen to what
customers are
saying about you…
And engage
Customer
Communities
Call the
Buschtaxi(.de)
„Lurking‟ for
Starwood
Enable
Customer Networks
Does Comcast
Really Care?
Day 7
Customer
Development…
One Step at a Time
Learning by
 Learning
       Doing
by Doing
Mission Possible
Day 7
Create an A3 for
your „Customer
Development‟
Fifty A4 pages
on One A3 Page
Managing
Repurchase
€1M Campaign
on one A3 page
Portfolio of Options
                         Phase 1              Phase 2              Phase 3             Phase 4
      ...
Building a
Disruptive CMS
It‟s NOT
Rocket Science!
It‟s NOT the Sizzle
It’s the Steak
It‟s NOT
Monopoly Money
Are YOU Ready…
For an Extreme
CRM Makeover?
Thank You
Dr. Graham Hill
graham.hill@web.de
+ 49 170 487 6192
www.linkedin.com/in/grahamhill
www.customerthink.com/gurubl...
Graham Hill´s Keynote extreme CRM makeover
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Graham Hill´s Keynote extreme CRM makeover

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Latest: Extreme #CRM Makeover keynote by @GrahamHill from #CRMin1Dayl http://tinyurl.com/39wqh7x #scrm via @Houhaaks @marktamis via @CRMStrategies

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Graham Hill´s Keynote extreme CRM makeover

  1. 1. Extreme CRM Makeover Prepared for CRM in 1 Day 2010 by Dr Graham Hill, designthinkers.nl Ede, 9 September
  2. 2. Is CRM still Working?
  3. 3. CRM is dead! Long live CRM
  4. 4. CRM Works! 50,000 experiments
  5. 5. CRM Really Works £350m given back
  6. 6. But... CRM has Problems
  7. 7. And they are Getting Worse!
  8. 8. Seven days to an Extreme CRM Makeover
  9. 9. Be Creative!
  10. 10. Day1 What doCustomers Really Value?
  11. 11. Quote… “Customer‟s perceived preference for and evaluation of those product attributes, attribute performance, and consequences arising from use that facilitate achieving the customer’s goals and purposes in use situations” …Unquote Robert Woodruff
  12. 12. Mission Possible Day 1 Go talk to customers, ex-customers and non-customers
  13. 13. VOC is Not Enough
  14. 14. ‘GenchiGenbutsu’ Go See for Yourself
  15. 15. Quote… “People don't want to buy a quarter- inch drill. They want a quarter-inch hole!” …Unquote Ted Levitt
  16. 16. We „Hire‟ Tools to do Jobs JOB …Make a 6mm hole in a plaster wall e.g. to hang-up a towel
  17. 17. Tools Change, Jobs Don‟t Job: Listen to recorded music at home 1880 1935 1970 1990 2008 78 RPM 33 RPM Tape CD-ROM iPod Record LP Gold Record Edition
  18. 18. What‟s the Customer’s Job? 10m
  19. 19. The cutting edge of Innovation
  20. 20. A brave new world of Applications
  21. 21. Day 2 How do Customers Consume Value?
  22. 22. One Touchpoint at a time
  23. 23. Mission Possible Day 2 Map out the customer‟s journey from start to finish
  24. 24. Customer Journey
  25. 25. Contextual Mapping
  26. 26. Customer Personas
  27. 27. Fly the Friendly Skys
  28. 28. Improving the Experience
  29. 29. Improving the Experience
  30. 30. Day 3 How is Value Co-Created with Others?
  31. 31. Value is always Co-Created
  32. 32. Co-creation is a Balancing Act
  33. 33. Mission Possible Day 3 Map out the value co-creation drivers
  34. 34. What do you Bring to the Party?
  35. 35. Mass Customisation
  36. 36. Crowdsource Innovation 20m
  37. 37. Power By the Hour
  38. 38. Day 4 What Capabilities do You Need to Co-Create Value
  39. 39. Pull all the Right Levers
  40. 40. Mission Possible Day 4 Audit your co-creation capabilities
  41. 41. Level Level 1 Yr Target 3Yr Target Current Level Aware Optimising Developing Practicing Leading No Capability Segmentation of customers Householding of customers Use of analytics and modelling Managing their Value Customers by Value-based customer management Strategic campaign management Integrated lead management Channel integration Aligning Marketing Strategy with Offer configuration & pricing Value & Needs Right channelling Customer-focussed service Information fulfilment 100 Day Target Customer Experience Managing the Providing a consistent experience Rich customer & product data collection Common customer & product database Customer & product insight generation Customer Managing Customer & product insight sharing Strategic Asset Information as a Customer contact rules Common company values Partner integration Company Across the Common performance measures Collaborating Contact optimisation Capabilities Everywhere Integrated marketing activities Priority improvement opportunities Lead sharing & management Information sharing Retailers Managing Shared service standards Relationships with Performance rewards & incentives
  42. 42. Improving the Airport Experience
  43. 43. Making CRM Lean
  44. 44. Managing for Value
  45. 45. Day 5 The Art of Collaboration
  46. 46. Work is a Team Game
  47. 47. Mission Possible Day 5 Survey staff internal social networks
  48. 48. How work is Really Done
  49. 49. Networked Innovation
  50. 50. Creating Socialtext
  51. 51. Diving internal Social Networks
  52. 52. Day 6 Engage with Customer Communities
  53. 53. Customers are Talking
  54. 54. 30m
  55. 55. Mission Possible Day 6 Listen to what customers are saying about you… And engage
  56. 56. Customer Communities
  57. 57. Call the Buschtaxi(.de)
  58. 58. „Lurking‟ for Starwood
  59. 59. Enable Customer Networks
  60. 60. Does Comcast Really Care?
  61. 61. Day 7 Customer Development… One Step at a Time
  62. 62. Learning by Learning Doing by Doing
  63. 63. Mission Possible Day 7 Create an A3 for your „Customer Development‟
  64. 64. Fifty A4 pages on One A3 Page
  65. 65. Managing Repurchase
  66. 66. €1M Campaign on one A3 page
  67. 67. Portfolio of Options Phase 1 Phase 2 Phase 3 Phase 4 Business Case All Retailers Standard Campaign Process Kaizen Daily Degree of Development Piloting Campaign Activity Kaizen Standardised IT Business Predictive Models Automated Data Consolidate Expand & Extend Business Kaizen Mktg Datamart Benefits Daily Business Business Case Pilot Retailers Deliver Value created in Campaign Design Early Core Processes this phase must pay Benefits Customer Analytics for itself AND the Analytics Datamart next phase Get Started Time
  68. 68. Building a Disruptive CMS
  69. 69. It‟s NOT Rocket Science!
  70. 70. It‟s NOT the Sizzle It’s the Steak
  71. 71. It‟s NOT Monopoly Money
  72. 72. Are YOU Ready… For an Extreme CRM Makeover?
  73. 73. Thank You Dr. Graham Hill graham.hill@web.de + 49 170 487 6192 www.linkedin.com/in/grahamhill www.customerthink.com/gurublog/graham_hill www.twitter.com/grahamhill

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